| dc.contributor.advisor | 樓永堅 | zh_TW |
| dc.contributor.author (作者) | 吳思佳 | zh_TW |
| dc.creator (作者) | 吳思佳 | zh_TW |
| dc.date (日期) | 2009 | en_US |
| dc.date.accessioned | 11-十月-2011 16:48:40 (UTC+8) | - |
| dc.date.available | 11-十月-2011 16:48:40 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-十月-2011 16:48:40 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0097355023 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/51543 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 97355023 | zh_TW |
| dc.description (描述) | 98 | zh_TW |
| dc.description.abstract (摘要) | 智慧型手機在市場上已逐漸蔚為主流，而隨著市場不斷地蓬勃發展，手機品牌商為了增加自身產品的差異化，除了不斷強化產品的實體性能外，也提供越來越豐富的附加功能，使得手機發展的脈絡朝著「實用與享樂合一」的方向前進。因此對於品牌商而言，如何能投消費者所好，擬訂出有效的行銷策略，值得探討。 因此本研究之目的在探討消費者購買智慧型手機時傾向重視實用性功能還是享樂性功能，以及內、外部屬性的相對重要性，並分析不同市場區隔的消費者對屬性的偏好是否有差異，以提供業者制定行銷策略上的建議。本研究採用聯合分析法，本研究所獲得之實證結果如下：1.整體受測者之實證結果：屬性偏好依序為：產品價格> 品牌> CPU規格>相機畫素>多媒體播放功能> 電子郵件；智慧型手機「實用屬性」的相對重要性高於「享樂屬性」，而且對「外部屬性」的重視程度高於「內部屬性」。2.科技態度區隔之實證結果：(1)科技追求型：最重視品牌，實用屬性的重視程度高於享樂屬性；以31歲以上，月收入為中、高所得的消費者為主。(2)務實導向型：以30歲以下，月所得2萬元以下之消費者為主，最重視產品實體屬性所提供的實用價值，以及產品價格。(3)享樂先驅型：以男性消費者、月收入為中所得之消費者為主，對享樂屬性的重視程度高於實用屬性，而且比其他消費者更早採用最新產品。(4)娛樂導向型：以30歲以下、月所得在4萬元以下的消費者為主；對享樂屬性的重視程度高於實用屬性，但較少關注最新科技產品。3.以重視之屬性為區隔之實證結果：(1)品牌導向群：以男性、31歲以上、高所得之消費者占多數。(2)實用導向群：最重視「CPU規格」，此集群消費者的輪廓為男性，30歲以下，中所得之非學生族群占多數。(3)全面考量群：各個產品屬性的相對重要性差異不大；男女比例相當，以25歲以下，中低所得者為主。(4)價格導向群：以女性，30歲以下，低所得者的學生為主。(5)女性消費者較重視產品價格，男性則產品品牌。高所得消費者最重視產品品牌；中低所得者則較傾向全面考量產品的特性，以及產品價格。 | zh_TW |
| dc.description.tableofcontents | 目 錄 III圖目錄 V表目錄 VI第一章 緒論 I第一節 研究背景與動機 1第二節 研究目的 3第三節 研究對象與範圍 4第四節 研究流程 5第二章 文獻探討 6第一節 消費價值 6第二節 產品屬性理論 15第三節 科技態度 19第四節 智慧型手機 21第五節 聯合分析法 25第三章 研究方法 31第一節 研究架構 31第二節 變數定義 32第三節 聯合分析法設計 40第四節 研究問題 47第四章 資料分析與研究結果 49第一節 樣本輪廓分析 49第二節 整體樣本之聯合分析結果 56第三節 不同科技態度消費者對產品屬性重視程度的差異 67第四節 不同類型消費者對產品屬性重視程度的差異 88第五章 結論與建議 95第一節 研究結果與相關建議 96第二節 研究限制 100第三節 後續研究建議 101參考文獻 102附錄一 前測問卷 107附錄二 正式問卷 109附錄三 SPSS Conjoint語法 114 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0097355023 | en_US |
| dc.subject (關鍵詞) | 消費價值 | zh_TW |
| dc.subject (關鍵詞) | 產品屬性 | zh_TW |
| dc.subject (關鍵詞) | 聯合分析法 | zh_TW |
| dc.subject (關鍵詞) | 智慧型手機 | zh_TW |
| dc.title (題名) | 科技產品內外部屬性消費價值之聯合分析-以智慧型手機為例 | zh_TW |
| dc.title (題名) | Applying Conjoint Analysis on Consumer Value of Smartphone | en_US |
| dc.type (資料類型) | thesis | en |
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